The Eden Project in Cornwall is the largest botanical garden of this kind: it provides a habitat for trees and plants from three different climatic zones.
The domes which make up the structure have a minimum span of 124m and are located in a disused quarry. The geodesic domes are lightweight, prefabricated and delivered on site as small components
MHM worked with the Eden project to develop a bespoke market segmentation which was used to inform internal product and service development, as well as external marketing communications.
The project included extensive primary research to design, define and profile the segments, as well as investigate brand affinity. The process involved working closely with Eden Project staff across the organisation to embed the resulting segmentation and brand work.
Visit the Eden Project website